With uncertainty all around us, the time has never been better to do an internal brand analysis, and cosmetic brands have a bevy of untapped insights to explore. Next generation AI-powered consumer and market intelligence works wonders when combined with brand specific customer data – assuming you have the right solution!
Customer Engagement Metrics Amplified
Cosmetic companies use various channels to connect with their customer base, from Hootsuite to Spredfast, to customer online portals. These different avenues enable them to create and track support tickets, distribute policies and documents, manage purchase orders and tracking, look up quotes or invoices as well as share detailed FAQ information with and about the customer.
With mother-loads of customer knowledge, integrating it with social web insight in an Advanced AI platform, enables companies to extract key customer experience indicators. By doing this, they can:
* Better understand and capture all customer conversations.
* Separate out key topics that mean the most to their business, pinpointing actionable customer care issues, demographics, influencers, and more.
* Provide much quicker response time, thereby improving consumer satisfaction and corresponding word of mouth, which helps you hold on to your valued customer, while drawing in curious potentials.
Let’s look at it in action.
Searching Far and Wide for Consumer Insight
Connecting with consumers is a mixture of trial and error that, hopefully with the right insight, transforms into an art. Marketing works best when you can make a personal connection. One example is through our pets, specifically the feline breed, cats are in! Even with our current COVID-19 situation, the cat memes keep coming.
However, in an ever-changing world, what was working a few weeks ago, is no longer as pertinent to consumers daily lives as the black cloud of COVID-19 hovers. But there are solutions close to home.
By using a cosmetic brand’s CRM and analyzing it with Next Generation AI, a brand can maximize their consumer listening power and improve their business.
Integrating Brand CRM with AI-powered Social Analytics
No one has showcased its consumer listening like Sephora.
One of the biggest contenders in the ring, they are hitting hard with their customer service savvy. No matter what is thrown at them, they know which way to dodge and what direction to swing. With a membership program that awards their customers’ loyalty, this also enables them to capture valuable insight around their customers’ buying trends. And many companies do not realize how valuable this data is . . .
Having the ability to integrate all of the insight your brand captures with insight aggregated from thousands of articles, social media posts, blogs, reviews, news sites and studies within minutes is eye opening and exceptionally cost effective. Analyzing any fraction of this data manually is unworkable. Brands can spend weeks to create a thorough analysis – and by then, it’s entirely outdated.
With next generation AI-powered social analytics, they can grab this information quickly – and understand it – helping them stay a step ahead of the curve. Sometimes creating the curve.
For instance, if a cosmetic company wants to expand and offer more eye makeup options. Knowing what eye makeup trends consumers have shared with them via customer care channels, social media comments and past purchases combined with what is being talked about in real-time on the social web right now – and how – well, that is really the most crucial product launch knowledge available!
By exploring further, we can understand which eye makeup trends are focal points for consumers, as well as projected trends up to 2025.
And Sephora’s one-stop online shop for all things beauty and self-care related is a treasure cove of captured consumer experience intel.
The Cosmetics CX Approach
Understanding their customers wanted to “try before you buy,” they launched a virtual make-up room, where their customers can try on eye shadow or lipstick ahead of making a purchase. This is not only convenient for shoppers, it offers insight that the make-up maverick could be capturing to inform future product development.
Following this trend, Charlotte Tilbury listened and offered in-store virtual mirrors. And proving they have listening ears as well, is Farfetch. They revealed “The Store of the Future,” with a set of new technologies developed to help brands and boutiques span the gap of online and offline retail. And with most of us trapped indoors, this technology is a game changer. And, again – an amazing information capturer, assuming you have the analytics to analyze it, that is.
Cosmetic companies everywhere are reaching out to customers to see what they want, and maybe more importantly – what they don’t want. Are they using the intel available in their own CRMs?
For example, Jessica Alba’s company ‘Honest’, caught a lot of flack for not being forthcoming with their ingredients and procedures. This caused cosmetic companies everywhere to take note and quickly become PETA approved. Before this caught fire online, you can bet customers reached out or logged complaints directly.
Another example of reading the room correctly was born out of ethnicity inclusivity matters. Finding the right foundation shade is hard work, especially if companies are only catering to a small amount of skin shades.
Listening to their consumers and paying attention to the need for darker foundation shades, companies like Avon and L’Oréal are among those who are answering the call. And you can bet they’re exploring their internally-captured insight carefully.
Once again, we see Sephora masterfully capturing intel with its Make-up IQ , which enables users to match their skin with the appropriate foundation shade.
And we can follow the inclusivity conversation in news, and view the sentiment cluster using text analysis to see where consumers are praising this change (marked in green).
But CRM integration isn’t just for cosmetics. Fashion companies, for example, are meeting consumers’ demands through size-inclusive clothing. Lehigh University marketing professor Ludovica Cesareo explains how active listening helped foster a change.
“Consumers are really complaining about this lack of diversity in the fashion industry and are putting pressure on brands to serve a greater variety of customers.” Noticing that the “body positivity movement” was being led by celebrities and social media influencers who were advocating for fuller figures, many companies took up the banner to the applause of women everywhere. One after another, more brands followed suit.
The potential for any brand is stunning. And so obvious, but often missed. Integrating CRM with social listening creates a better relationship with existing consumers and increases any brand’s bottom line. If this sounds like something your business needs, and it should, reach out for a demo!